What Roshni Das teaches about privacy-first marketing

The fact is because of great connectivity, because of social media, the lines of communication are open and I see that as an opportunity. So what is your approach to content marketing in an evolving digital and consumer landscape? How do you do it? What are the top few things on your mind and maybe a case study if you want to talk about it? I think good advertising drives attention, but great content marketing drives motivation. So I think the difference of great content marketing is the motivation.

My first mantra would be helping buyers buy versus seller sell. So when you're looking at putting the consumer in the center of the focus, you're helping him buy, you are solving a problem. For instance, when we did our recent SMB campaign, one of the things that we were dealing with is that there's inertia. They don't really want to embrace technology. Sometimes they don't realize that the incremental changes they make actually reduces the cost benefit analysis.

And then last year, as you know, the small businesses were dealing with the whole GST digitization. So what, yes, what Intel actually did was, when I say helping buyers buy, is that we actually brought a really nice campaign together, which was called What Are You Waiting For? And what we did was we did some very interesting fact-based campaigns, which is an old PC actually causes 28% loss in productivity, for instance, or you spend X amount of hours, you know, just restarting an old PC and it was time to upgrade.

So when you're putting yourself in the shoes of the small business, you realize these are his main points. And that's what we focused on. And, you know, consumers want to have a greater experience on a PC. So you will see us focusing very heavily on this whole new usage model of e-sports and gaming. In fact, Intel is going to be bringing ESL 1 in Bombay 19, 2021, and you're going to see a lot of international gamers. Gamers teams coming in. Coming in. Yeah. So we're quite excited.

So what are those top four, sort of four or five marketing trends that you're sort of witnessing today, and which you think need to be sort of, marketers need to be on top of to stay future-proof? I think four or five trends I would call out is the video trend will continue. I think using video effectively with a clear proposition, the three second rule to grab attention will stay for some time.

But what's some of the new growing trends are audio. So I do feel that there was a study from I think National Public Radio that actually talked about India has downloaded 3x the podcast than it was over the last year. So about 80,000 podcasts versus 3,65 podcasts. So it's an interesting medium to now leverage because a lot of people are on the go. It's a great time to intersect your brand while they're listening to some common or some interesting themes.

I think user reviews are really interesting because again millennials want to buy from people they trust. So review marketing is going to become really big. So intersecting your brand, being part of reviews, of course for a great product is going to be important.

We do believe that voice searches are going to search is already a sign of intent, but voice searches is something that we have to watch out for. And I think the last one would definitely be rewarding through social media, loyalty through social because I think the payment companies do it really well digital wallets, cashbacks, every time you spend, definitely these four or five trends are here to grow.

I mean you did mention how social media is important. One of the biggest sort of challenges in terms of, it allows sort of customers, consumers to sort of interact with the company back. I mean this is sort of a new trend that has happened in the past few years that wasn't there before. Previously it was a one way communication. That also sort of presents new challenges for the brand because you need to manage a lot more and you need to sort of always be on the go and be always aware and always be worried that okay this might go wrong.

And so how does it work for a marketeer to how do you sort of keep that balance that check? Is it something that marketers really need to sort of lose sleep over? I think I look at it as an opportunity. The fact is because of great connectivity, because of social media, the lines of communication are open and I see that as an opportunity. If you have a really strong experience provided to your customer, they become a brand advocate for life.

So some of the things that we do really well at Intel is that we do have a digital hub. It's been with us for seven to eight years. So the digital hub is monitoring sentiment, feedback, listening on a regular basis. But what's important for a marketeer is not just to listen, but to action. So you know, we listen to the signals and then we keep our channels open. Tell me a bit about Roshni Dawes outside of the workplace. I mean, what do you do? How do you sort of keep yourself fully energized back on Monday?

Back on Monday. Yes, I think that I enjoy what I do, like I said. So I don't feel fatigued to feel like energized back on Monday, but I do binge watch movies. I do binge read. Content, OTT, plus a lot of books. I think that it allows you to imagine a little more. So both, yes. I have two kids. One is six. A girl called Shreeya. And a hands are full. Yes. And a boy who's 12. So hands are full. Yes. So I think a little downtime with them helps.